New ways to buy ChatGPT ads

OpenAI is widening access to ChatGPT ads, moving from a limited pilot toward a beta self-serve product for advertisers in the U.S.

In a product update published on May 5, OpenAI said advertisers can now use a beta Ads Manager to buy ChatGPT ads directly. The company also said it is adding cost-per-click, or CPC, bidding alongside existing CPM buying.

OpenAI said expanded measurement tools are part of the rollout. Reuters, Axios and Digiday all reported the same launch, describing it as a broader self-serve expansion of the ChatGPT ads business.

The move follows an earlier ad rollout and gives advertisers more direct control over buying and performance measurement. OpenAI has not yet said how quickly the product will expand beyond the initial U.S. beta.

The immediate question is whether the new buying model becomes a standard part of ChatGPT monetization and how much inventory or targeting control advertisers will eventually get.

For now, the rollout is limited, but it marks a clear shift from a partner-led pilot toward a more conventional ad platform.